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Communicate Online | Regional Edition | Advertising, marketing, public relations and media in the Arab world and beyond

Communicate Online | Regional Edition | Advertising, marketing, public relations and media in the Arab world and beyond

Glade launches new Snapchat lens for Women’s Day

Campaigns

Glade launches new Snapchat lens for Women’s Day

On International Women’s Day, SC Johnson’s Glade brand launched a national lens takeover using a new Snapchat selfie lens that celebrates the rich heritage and bright hopes of women in the Kingdom. Aligned with Glade’s new Elegant Amber and Oud™ fragrance, the Baby Abeer campaign (Abeer means “fragrance” in Arabic) invites every Saudi woman to make a wish for her future. Some of the wishes that women will be empowered to make for their country’s future generations include:

  • Inspire hope ألهمي الأمل
  • Have confidence تحلّي بالثقة
  • Be fearless كوني شجاعة
  • Embrace change تبنّي التغيير

The campaign team has created the first-ever Snapchat Lens triggered by a user’s eyes, allowing women to convey their optimism about the future while still wearing their traditional dress. The World View Lens, Snapchat’s outward facing camera, also uses hand technology, meaning that a woman wearing a full burka can engage with the Lens in public in Saudi Arabia. The campaign is the first time that hand technology has been used in a Snapchat Lens in Saudi Arabia.

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